A Bengaluru-based startup, Hooly, has pivoted from building a customer support AI tool to launching an AI-powered fitness accountability coach, aiming to solve a more relatable and pressing problem—lack of motivation.
From failed idea to fresh direction
Founded by Varun Francis and Pavan Gowda, Hooly initially set out to build an AI agent for customer support and quality assurance. However, the founders soon realised they were trying to fit a solution to problems rather than solving a real need.
Despite generating early revenue, the founders described it as a “false positive”, prompting a strategic pivot in October 2025 towards the healthtech space.
Personalised fitness with AI
Hooly now focuses on offering a personalised fitness experience, particularly for users aged 35 to 50. The AI coach understands individual goals, schedules, and physical conditions to recommend tailored workouts and health plans.
Currently, the platform has around 70 users across India, the United States, the UAE, and Italy.
Designed for real-life challenges
The founders highlight that India’s diverse lifestyle and cultural habits make standard fitness solutions ineffective. Hooly addresses this by adapting to individual needs—for instance, suggesting shorter workouts for busy schedules or alternatives for users dealing with injuries or health conditions.
The AI also offers practical nudges, which users have reportedly found helpful in maintaining consistency.
WhatsApp-based, simple and accessible
Unlike many fitness apps, Hooly operates through WhatsApp, reducing the need for additional downloads. The platform is designed to give short, actionable responses instead of lengthy explanations, making it easier for users to stay engaged.
The startup uses advanced AI tools for conversational and analytical features, while keeping the user experience simple and intuitive.
Pricing, funding and future plans
Hooly is currently priced at ₹999 per month, making it more affordable than personal trainers while offering round-the-clock support.
The startup has raised ₹10 lakh from friends and family and is now planning a pre-seed round of $500,000. The goal is to expand its user base to 10,000 active users.
Betting on India’s fitness future
Competing with platforms like HealthifyMe and SuperLiving, Hooly aims to stand out through deeper personalisation and proactive engagement.
The founders believe India’s fitness market is still evolving and holds significant potential in the coming decade. Despite opportunities abroad, they have chosen to build from Bengaluru, citing both market opportunity and personal preference.
The journey of Hooly reflects a broader startup lesson—success often comes not from the first idea, but from the willingness to pivot and solve the right problem.